![](https://finchbrands.com/wp-content/uploads/2024/06/Case-Study-Experity-hdr-mobile-3.jpg)
Powering A Healthcare Revolution
![](https://finchbrands.com/wp-content/uploads/2024/05/Experity-logo.png)
Challenge
Under the auspices of private equity powerhouse Warburg Pincus, two leading MedTech companies – DocuTAP and Practice Velocity – merged.
As with most M&A branding work, the process had to follow the deal flow – which meant brisk timelines and a balance of inclusion and discretion. We were engaged as a workstream within the integration process.
In this case, the companies were direct competitors – which led to an even greater than usual focus on cultural integration and overall cohesion.
![](https://finchbrands.com/wp-content/uploads/2024/05/experity-1-logo-process.jpg)
Both were leaders in providing EMR to urgent cares. The new name draws from key concepts like 'expert' and 'experience,' with the '-ity' suffix conveying energy.
![](https://finchbrands.com/wp-content/uploads/2024/05/experity-kid-dr.jpg)
![](https://finchbrands.com/wp-content/uploads/2024/05/experity-bag.jpg)
Process
We leveraged the input of leadership (of both companies) and the urgent care marketplace to build a visionary brand that positions Experity as a change agent.
While brisk – as reflected the deal flow – we conducted research with teammates and clients to fuel the work. From there, we facilitated a leadership initiative to craft Purpose, Mission, and Values and develop the Experity name, logo, and aesthetic. We then rolled this out – in collaboration with the Experity team – across the communications assets that matter most.
Identity Creation
The Experity identity was crafted to prioritize technology while maintaining a steadfast dedication to humanity by depicting a figure in the logo. This further symbolizes a convergence, emphasizing the importance of keeping medical clients connected not only to essential data and each other but also to their patients.
![](https://finchbrands.com/wp-content/uploads/2024/05/Experity-logo-set.jpg)
![](https://finchbrands.com/wp-content/uploads/2024/05/experity-graphic.jpg)
Brand Messaging
The following positioning statement encapsulates Experity’s intent:
As healthcare becomes more consumer-driven, patients are expecting – and visionary providers are delivering – more. More flexibility. Better experiences. Greater transparency. Patients expect clinical excellence – but increasingly, on their own terms. And wherever you find progressive, positive patient experiences, you’ll find Experity.
We blend a clinician’s heart with an engineer’s soul. Our EMR, billing, and practice management solutions help urgent care providers deliver on the promise of people-first healthcare. So our clients can build stronger companies. So their patients can experience better outcomes. So we all can enjoy healthier communities.
This is a new day in healthcare. This is Experity.
![](https://finchbrands.com/wp-content/uploads/2024/05/experity-brochure-scaled.jpg)
Real-World Results
The Experity brand launched in April 2019 – and the company has experienced record growth every year since. While multi-faceted, leadership credits the energy and clarity of the branding process as a key component of the successful merger and subsequent performance.